Copenhagen's rise can't lift nation's image
Capital outpacing rest of country in terms of global reputation Copenhagen remains a strong brand, but despite spending 400 million kroner on branding the country overall, the Denmark still has a lacklustre image abroad. European consumers recently voted Copenhagen as...
Copenhagen remains a strong brand, but despite spending 400 million kroner on branding the country overall, the Denmark still has a lacklustre image abroad.
European consumers recently voted Copenhagen as Europe’s best city to visit in 2011. But Denmark’s position on the Anholt-GfK Ropers Nation Branding Index hasn’t changed at all over the past few years.
In 2007, the government set aside 400 million kroner to help the country boost its image from 14th overall on the Anholt-GfK index to at least 10th by 2015.
“The money would probably be better spent on improving Denmark from within by for instance supporting cultural offerings or by improving integration for immigrants,” Torben Riis Larsen, who is currently doing a PhD about national branding, told financial daily Børsen.
In addition, a new study by Danish Reputation Institute reveals Denmark as the lowest-placed Scandinavian country on a list topped by Sweden.
The government recently allocated 210 million kroner for national branding initiatives for the next two years.